Mexico’s E-Commerce Market Was Worth MX$789.7 Billion in 2024

Mexico’s e-commerce sector reached a total value of MX$789.7 billion (US$39.3 billion) in 2024, marking a growth of over 20% compared to the previous year, according to the Mexican Association of Online Sales (AMVO). This increase represents six consecutive years of double-digit expansion.

The report notes that digital buyer penetration in Mexico reached 84%, surpassing the global average of 60% and exceeding the levels of markets such as China and India. Additionally, Latin America was identified as the second-fastest-growing e-commerce region, trailing only Africa.

Online sales in Mexico accounted for 14.8% of total retail sales in 2024, positioning the country among the Top 15 markets globally in terms of digital retail penetration. The number of digital buyers in Mexico reached 67.2 million, with growing demand in categories such as home care, gardening, photography, do-it-yourself (DIY) products, and small household appliances.

The AMVO report highlights an increase in e-commerce participation from lower-middle socioeconomic groups and unbanked consumers. The average age of online shoppers was 37.4 years, with a concentration in central Mexico. Women accounted for 51% of digital buyers, while men represented 49%.

The main drivers for online purchases were convenience and ease of use (81%), logistical benefits (67%), product variety and availability (67%), and payment options and promotions (64%).

Mobile devices remained the primary tool for online shopping, accounting for nearly 70% of the 16.6 billion visits to e-commerce platforms in 2024. Debit cards were the most commonly used payment method (75%), but cash payments also increased due to higher participation from unbanked consumers.

The report indicates that 83% of consumers view physical stores as a complement to their digital shopping experience, emphasizing the need for omnichannel strategies. Additionally, 70% of buyers expressed willingness to participate in recycling programs and opt for environmentally friendly delivery options. Interest in second-hand products was also notable, with 44% of consumers open to purchasing pre-owned goods.

AMVO points to three key growth areas for Mexico’s e-commerce market: expanding access for unbanked consumers, strengthening omnichannel retail strategies, and adopting new trends in personalization and sustainability.